Questions CEOs are Asking About Marketing

It39s easy to understand All the goal posts have been moved around Everything is changing at once All these new behaviors and attitudes nesting home schooling new relationships within families Buying behaviors and media behaviors both changing at once About as easy to get a grip on as a fastmoving kaleidoscope pictureShould I even be advertising now What if I shift that money to the bottom line instead That question has been addressed many times Essentially the shortterm profitability is increased but for five years this is given back many times over as the brand who cut advertising is ravaged by its competitors who did notIf I continue to advertise which types of advertising will be most effective now I hope that many of you will be Zoomattending the ARF39s biggest annual conference AUDIENCExSCIENCE next Monday through Wednesday where many of the questions CEOs are asking will be addressed This particular question is something that I will be speaking about three times each from a different angle On Tuesday September 22 from 1155am1205pm ET the focus will be on targeting consumer motivations through programmaticFrom 140150pm ET that same day I39ll be reporting what the streaming advertising revolution is doing to boost ROIs for those who have discovered itOn Wednesday from 101030am ET a group of us will be reporting the latest hardedged findings on the subject of Context Effect amp8211 one of the keys to the immediate and longterm future of advertisingHave my targets changed Everything else is changing and everything is interconnected so why should targets not be changing too My 1155am1205pm talk on Tuesday shows a fresh from the field September 2020 campaign case study proving the effectiveness of combining targets and making them adcentric Not throwing out the recently effective targets but compounding them with a new view to exalt your own creative the main engine of ROIOn Monday September 21 from 12051215pm ET Lindsey Woodland of 605 will peel the onion on targeting of tunein advertisingInstead of advertising would I be better off with Brand Activation This used to be called Promotion ie price cutting ANA positive change agent Mike Donahue reports quotBrands are leaning in on instore brand activation because it reaches a human being 100 of the time while the more popular forms of digital reach a human being 3040 of the timequot Note that promotion is already five times larger than advertising in terms of dollars and that IRI showed years ago that advertising is profitable 40 of the time whereas promotion is profitable 20 of the time Brands thinking of using even more promotion should definitely pretest the idea by Random Control TrialOn the concern about viewability and fraud in digital I will also be addressing this in my talk on Tuesday 140150pm ET The least fraught with these poisons is Premium OTT the streaming versions of broadcast and cable network television Tubi IMDb Hulu and Pluto When the low CPMs of other digital video are adjusted for viewability and fraud they are not low CPMs at allWhen considering instore promotion consider doing it in new ways which fit with the newly preferred touchless environment and which are themselves valueperception building instore advertising based around the mobile device in the shopper39s hand and instore signage equipped with Near Field Communication NFC such as are being deployed by Thinaire Offer recipes apps coupons etc by holding the phone near the ad for a secondTest everything sensible soon and by Random Control Trials as well as your other trusted methods Time is of the essence Seat of the pants is not advised with the stakes so highClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Questions CEOs are Asking About Marketing

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Bill Harvey

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Questions CEOs are Asking About Marketing

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